Retargeting allows you to track people who were interested in your offer.

Consumers often postpone the actual purchase decision, thinking "maybe I don't need it" or "I'll think about it." However, it is worth taking advantage of this moment and tempting a potential customer to buy again. But how do you reach out to people who have visited your store and didn't end up placing an order?

You collect data about your store visitors, and thanks to this data, retargeting campaigns are displayed to these individuals. These campaigns are usually very effective - you can be sure that you are approaching people who are definitely interested in a certain product (or a certain product category or brand). There is a really good chance that they will click on your ad and thus visit your store again. Of course, the measurable the effectiveness will vary depending on the visual appearance of the ad or its text. It's important to test what works best.

What is retargeting?

Retargetingalso called remarketing, is an online marketing tool. It consists in displaying advertising messages to online users that are closely tailored to their needs and expectations. For this to happen, these messages are displayed based on the actions that users take on the site.

How does retargeting work in practice?

When accessing a website, an Internet user performs various actions, such as browsing through individual items in a store's children's book section. Their actions leave a virtual trail. It is based on this that the ad server displays personalized remarketing ads.

Ads based on remarketing you can bet on various activities of Internet users, both those related only to browsing products in an online store and modern shopping carts, such as abandonment.

Where are remarketing ads displayed?

Ad remarketing we can find literally everywhere. Therefore, many people who are not familiar with online marketing have the impression that they are being followed. We can talk about remarketing in the context of websites that display advertising messages, as well as Facebook, which also offers the creation of this type of advertising. In the case of websites, ads are displayed wherever ad units are placed, so in the case of remarketing Google Ads - are all pages that participate in the AdSense program.

Google Display Network. Where to start?

The Ads tool allows you to run ads on the Google Display Network. The banners you create will then be displayed on the pages your potential customers visit. They can check the news, weather, and even recipes, while you can effectively distract their attention with your ads and encourage them to return to your store's website. Sounds great, but how do you get started? The most important step is to create your own remarketing list, which will include Internet users who have already visited your store at least once. To do this, log in to your Ads account. Go to the Shared Resources tab, then Recipients. After clicking the "Set Remarketing" button, you will receive a tag to place on your website. In the window that appears, enter your email address or the person who will add the tag, and Google will send you detailed instructions. The tag should appear on all pages of your store. Sometimes you can save time by inserting it in the footer, which does not change for each page of your store.

Facebook retargeting. First steps.

Just like with the Google network, you can run your ads on Facebook. To get started with such a campaign, you need to create your own remarketing list customized specifically for Facebook. This is similar to the previously discussed case. Go to the Facebook Ads Manager and then select the desired ad target. You will probably want to encourage as many people as possible to return to your site. Therefore, select the option "Direct users to your website" and then "Create a custom audience". You will receive a code to paste on your store pages.

How do you get the best results from your campaign?

Dynamic remarketing brings excellent results. It allows us to automatically show personalized ads to specific people. By linking your Ads account with Google Merchant Center, you get a powerful tool. In addition to the ad network, the remarketing banner can also be displayed on Facebook.

Let's say a customer was browsing winter shoes on your website. The banner you created (either by you or your graphic designer) can present information about the entire category in the form of a random product or a simple inscription ("Only with us, the best winter shoes"). However, thanks to dynamic remarketing, you get the opportunity to display a specific product to a person who is interested in it on your website. In this way, you can personalize your message and remind the internet user that your store's offer includes the product they liked. You will see the effectiveness of this type of campaign when analyzing metrics such as CTR or conversion. Remember that everything is worth testing. When creating a remarketing campaign, create different visual variants of banners - use different types of colors, animations, or texts. Test and verify!

Benefits of retargeting

"Tracking" a potential customer with an advertising message and reminding them of what they recently browsed in the store makes them return to the website and make a purchase. However, increased sales are not the only benefits of remarketing. They also include: more specific messages, the ability to segment users, increased advertising effectiveness, lower customer acquisition costs, building positive relationships, and the ability to reach Internet users who are on the shopping journey. Retargeting also provides higher conversion rates and click-through rates.

Is it worth using remarketing?

The above-mentioned advantages of retargeting should convince every entrepreneur that it is an effective and worthwhile advertising tool. If not, then you should read the statistics to convince yourself. They say that a customer who shops online should be contacted with a given message on average 3 to 6 times to make a decision to purchase a particular product/service. In this case, remarketing will be great - the entrepreneur can freely set the time from visiting the website and for how long they should show ads offering a certain product. Not only that, but remarketing can also be used for compound sales, meaning if someone purchased a tent, you can offer them a flashlight or camping gear.

Our case study on setting up banner ads: https://dalistrategies.com/ua/kejs-google-ads-banerna-reklama/